Hard Rock Atlantic City to invest $20M in capital improvements

The majority of the $20 million in capital improvements at the Hard Rock Hotel & Casino Atlantic City in New Jersey will go toward renovating 66 Celebrity and 25 Roxy suites. Photo credit: Hard Rock Hotel & Casino Atlantic City

The Hard Rock Hotel & Casino Atlantic City in New Jersey is set to reinvest a minimum of $20 million in capital improvements, including suite renovations, the opening of a new Starbucks, additional slots and table games, a new dining outlet and a refresh of beachfront amenities.

"The commitment of these capital dollars from our ownership proves their devotion to enhancing our guest experience, along with the revitalization of Atlantic City and our property which opened after a $500 million renovation less than three years ago," said Joe Lupo, president of Hard Rock Atlantic City. "Our growth over the past year during unprecedented circumstances speaks to guests' trust in our property and enjoyment of their experiences, which we will continue to evolve and improve."

The majority of the investment will go toward renovating 66 Celebrity and 25 Roxy suites. The 91 total suite renovations are being designed by Klai Juba Wald Architecture + Interiors. Additionally, all standard hotel rooms have been improved with new flatscreen television monitors and LED lighting. 

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The new Starbucks is scheduled to open late May and is located with Boardwalk access adjacent to the Hard Rock Cafe. The resort also will unveil a new dining outlet to be announced soon and opening this summer.

The Asian and high-limit areas will get additional gaming units as a response to the demand generated from seven consecutive months of gaming revenue growth. The main casino floor and cage areas also will be expanded with added table games and slot machines.

The oceanfront resort also will upgrade its beachfront amenities to reflect the U.S. Army Corps of Engineers beach replenishment projects that took place this year. Upgrades will be made to the Hard Rock Beach Bar, including new restrooms and more than 1,000 beach chairs.